The following four part article is taken from a speech given by Neil Payne at the re insurance & Post Magazine conference held in London, November 2005. If you would like to hear the speech please click: Building Relationships in the Middle East or get a copy of the slides to accompany the article please download here: Relationships & The Middle East
PART ONE
Intercultural Awareness
Intercultural awareness training is sometimes perceived as a luxury within the business world. Many who feel this way are also proponents of the misconception that because the "world is getting smaller" our differences are becoming less obvious and less of a problem. This is in fact false. As we get closer, our differences become more acute and more of a problem thus further driving the need for intercultural awareness training.
Companies are now tuning into the fact that in order to get ahead in today's global economy, cultural awareness is critical. It is no longer a luxury but a necessity. The right intercultural awareness training briefing can offer a company real benefits, namely a competitive advantage and a greater long term gain.
Why is Culture Important?
When intercultural trainers explain culture, many use the iceberg model. Simply stated in everyday interaction we see only the surface level of culture, i.e. art, books, film, food, fashion and language. On the whole these are very unlikely to cause any great problems in the business world. It is the underbelly of the cultural iceberg that poses the problems. These are areas such as attitudes, beliefs, assumptions, world views, communication styles and values. If people are unaware of such differences when it comes to such fundamentals, the potential for misunderstandings, poor communication and failed relationships are increased.
Intercultural awareness training provides people with an insight into those very differences and provides strategies to help overcome potential obstacles. One of these obstacles when thinking about the Middle East is the approach to relationships in business.
Part Two: The Middle East
Part Three: Potential Culture Clash
Part Four: Building Relationships
